Research On Pricing Strategy Of Dual-Channel Supply Chain With Strategy Consumer And Broker

With the competition of global commodity markets increasing and supply chain operation deepening,the price war is inevitable and becoming increasingly fierce. Along with the development of the supply chain, the way of consumer behavior is also in continuous evolution, which mainly is strategic behavior and short-sighted behavior. At the same time, procurement agent industry, as a newly emerging thing of supply chain operation, is highly developing like a raging fire. While making benefit for consumers, it makes a profit for itself. In Academics, domestic and international research in these Cross-cutting areas is rarely involved, so such study is precisely to make up for this gap. In the context of considering the consumer behavior and the speculative strategy of intermediaries, this research on pricing strategy has a certain degree of innovation. We make the research on pricing strategy based on the cooperative and non-cooperative supply chain of the consumer behavior and the middle speculators with the way of model solution and the numerical analysis.Based on the analysis of dual-channel supply chain's pricing strategy of strategy consumer and speculative broker under the non-cooperative condition, we find out: with the proportion of strategy consumers increasing, the full price and discount price will be gently rising after the sharply falling in the early period, and the profit of the intermediaries will shrink. At the same time, increasing the proportion of strategy consumers to total consumers will reduce retailer's profit, and decrease the intermediaries'arbitrage profit to some extent. As for retailers, with the ratio of strategy consumer increasing, sales profits will reduce during the full price period, but increase during the discount period.Based on the analysis of dual-channel supply chain's price strategy of Strategy Consumer and Speculative Broker under the cooperative condition, we find out that retailers and intermediaries'cooperation can improve their ability to deal with challenges and make price higher than their non-cooperative price during every period. With the number of strategy consumer increasing, retailers can attract more consumers to purchase goods by reducing the sales price during the full price period. At the same time, they can increase sales price during discount period and make consumers who do not purchase goods during the full price period buy goods at a higher prices, thus they can obtain more profits. Comparing non-cooperative sales mode with cooperative sales mode, our research shows that retailers and intermediaries'cooperation can improve the performance of the whole supply chain, and the overall performance is better than that of their non-cooperation. This conclusion shows that, in order to gain more profits, they will cooperate with each other to achieve the win-win situation, which helps the further coordination of supply chain.